Tài liệu The Forrester Wave™: Enterprise CRM Suites, Q3 2008 ppt

TABLE OF CONTENTSThe CRM Solution Landscape Is Increasingly Complex Enterprise CRM Suites Evaluation Overview The Results: Enterprise Buyers Have Many Choices To Sift Through Vendor Pr

CRM Suites, Q3 2008

by William Band

for Business Process & Applications Professionals

TABLE OF CONTENTS

The CRM Solution Landscape Is Increasingly

Complex

Enterprise CRM Suites Evaluation Overview

The Results: Enterprise Buyers Have Many

Choices To Sift Through

Vendor Profiles

Supplemental Material

NOTES & RESOURCES

In Q2 2008, Forrester evaluated 35 CRM solutions In the CRM enterprise suites category, Forrester surveyed 10 CRM vendors, comprising

14 products: Amdocs, Chordiant Software, ciboodle, Consona, Infor, Microsoft, Oracle (E-Business Suite CRM, PeopleSoft CRM, Siebel CRM, and Oracle CRM On Demand products), Pegasystems, RightNow Technologies, salesforce.com, and SAP We also surveyed 165 vendor customers

Related Research Documents

“Topic Overview: Customer Relationship Management”

THE CRM SOLUTION LANDSCAPE IS INCREASINGLY COMPLEX

Since our last iteration of the Forrester Wave™ evaluation of CRM enterprise suites, the vendor solution space has continued to change in ways that makes choosing the right solution for your organization an even more complicated decision

The Cast Of CRM Characters Continues To Evolve

The CRM applications vendor space has gone through a period of considerable turmoil during the past 36 months The dust is still settling as the vendors continue to jockey for position in a market expected to grow by more than 25% from $8.6 billion in 2007 to $10.9 billion by 2010.1 What does this all mean for CRM business process and applications professionals? To make the right CRM solution investment and/or application upgrade decisions, you must navigate:

· A revolving door of products and vendors In a virtual game of capture the flag, larger players

have acquired smaller vendors to gain access to customers and fill in product gaps For example, Oracle completed its acquisition of PeopleSoft in early 2005 and then swallowed Siebel in early

2006 SSA Global acquired Epiphany in August 2005 and was, in turn, acquired by Infor in

mid-2006 M2M Holdings acquired Onyx in August 2006, renamed itself Consona, and then acquired KNOVA in March 2007 In April 2007, CDC Software acquired Saratoga Systems, and in April

2008, Graham Technology become part of the Sword Group and was rebranded as ciboodle

· More choices for enterprise-class organizations CRM vendors that have traditionally served

midmarket organizations are using modern architectures and new deployment options to gain a stronger foothold with enterprise-class organizations Examples include Consona’s Onyx CRM — which offers a flexible, business process-centric architecture — and RightNow Technologies and salesforce.com, which are pioneering CRM SaaS deployment Microsoft is trying to exploit its desktop applications hegemony advantage in large enterprises and promote its now more robust business applications to this sector.2 Chordiant Software and Pegasystems are gaining traction with CRM capabilities that leverage underlying business process management (BPM) platforms and advanced customer-interaction rules and business intelligence

· Different approaches to improved usability This desire for more user-friendly applications

is driving interest in CRM application upgrades as vendors make better UIs available in new releases For example, the new UI for SAP CRM 2007 has been completely re-architected to support varying user roles and has “iGoogle”-like flexibility, with drag-and-drop personalization embedded across the entire solution The Oracle Siebel 8.1 UI can also be highly personalized, uses embedded analytics, and is task-driven And the Microsoft Dynamics CRM look-and-feel itself resembles a familiar tool: Microsoft Office Outlook

· SaaS and open source options and challenges As of late 2007, SaaS adoption by large

categories of highest interest for SaaS buyers.3 Vendors like BLUEROADS, NetSuite, RightNow

Technologies, and salesforce.com have pioneered as SaaS pure plays, and now traditional CRM

vendors have responded with their own SaaS offerings like Siebel’s — now Oracle’s — CRM On

Demand and SAP’s CRM on-demand solution Microsoft now offers a SaaS option, Microsoft

Dynamics CRM Online Sage Software offers SageCRM as both an on-premise and SaaS

solution, and SugarCRM now offers a SaaS version of its open source solution development

model.4 In fact, many CRM vendors now offer a variety of “on-demand” deployment models:

multi-tenancy, private hosting, and hosting of traditional on-premise solutions Some also offer

“hybrid” deployment: a SaaS solution integrated with an on-premise version

· New approaches to upgrading customer data integration (CDI) and intelligence By

combining operational data, streamlining customer data management processes, and presenting

a single view of the customer, CDI allows CRM professionals to manage compliance, improve

customer interaction efficiencies, and focus on customer experience management For instance,

retailers and financial services firms that rely on data from many source systems use CDI

software from DWL and Oracle to consolidate and deliver customer information to and from

call centers, branch offices, back-end administrative systems, and Web sites to support

cross-sell and upcross-sell activities.5 The importance being placed by vendors on enhancing their data

integration and business intelligence capabilities is underscored by SAP’s late 2007 acquisition of Business Objects and Oracle’s early 2008 acquisition of Hyperion

· Various mobile CRM solutions — with different price tags In a recent survey, we found that

nearly 50% of enterprises were piloting, rolling out, or currently using mobile applications for

sales Similarly, more than 40% of small and medium-size businesses (SMBs) were piloting,

rolling out, or were using mobile applications to support their sales apps Many CRM vendors

offer mobile sales solutions as extensions of their CRM applications.6 Cross-market solution

providers like Microsoft, Oracle, salesforce.com, and SAP offer apps that can be used on

handhelds as part of their CRM solutions Midmarket-centric vendors like FrontRange Solutions

(with its GoldMine offering), Maximizer Software, and Sage Software also offer solutions that

work on a variety of handheld devices These handheld sales solutions are natural extensions of

the CRM applications that the vendors provide But sales and IT leaders still struggle to

understand the complexities of the vastly different mobile sales options and architectures

· Emerging social consumer behavior CRM professionals must find innovative ways to engage

with emerging “social consumers”, enrich the customer experience through community-based

interactions, and architect solutions that are flexible and foster strong intra-organization and

customer collaboration.7 This new trend has number of names: CRM 2.0, social CRM, and

collaborative CRM Vendors like Oracle’s Siebel and Oracle CRM On Demand are just now

starting to offer solution enhancements based on social technologies SAP has plans to enhance

its use of social technology solutions for CRM, and Chordiant offers “Chordiant Mesh”, a

collaborative — social — environment for working closely with its own customers

· Niche solutions to fill gaps Notwithstanding the trend toward consolidation of CRM vendors

into suite solutions, specialty players continue to innovate by offering new functionality for special requirements — for example, BLUEROADS offers partner channel management through the SaaS deployment model Additionally, in the contact center/eService sector, eGain, KANA, KNOVA (acquired by Consona), and Talisma offer unique capabilities

The Three Types Of CRM Vendors To Consider

As a buyer considering CRM solutions, you have three groups to choose from (see Figure 1):

· Enterprise CRM suites This category comprises vendor solutions primarily targeted toward

organizations with revenues of more than $1 billion per year and/or more than 1,000 employees CRM vendors focused on the enterprise-class organizations typically offer a full range of

functionalities, can scale to serve large user populations, and offer support for multiple languages and countries They offer their products primarily through the traditional on-premise license model However, many of the leading players now also offer hosted and SaaS deployment options

· Midmarket CRM suites This category comprises vendor solutions primarily targeted toward

the SMB market — organizations with revenues of less than $1 billion per year and/or less than 1,000 employees CRM vendors in this group also offer a breadth of CRM functionalities, but these often have more limited capabilities in specific areas and are simpler to use than solutions built for the enterprise market These vendors are less suitable for large-scale global deployments Vendors in this group also offer a variety of deployment options, including on-premise licensed, hosted, and SaaS A number of vendors in this category have upgraded their solutions to be more suitable to enterprise-class buyers and are gaining acceptance in that segment as well

· CRM specialty tools This category comprises vendors that offer solutions with narrow

functional breadth but deep specialty capabilities, for both enterprise and midmarket

organizations Specialty CRM tools are available for marketing automation, sales force

automation (SFA), customer service, partner channel management and collaboration, customer analytics, and customer data management

Figure 1 Types Of CRM Solutions

Source: Forrester Research, Inc

CRM specialty tools

Customer data management tools:

Customer service tools:

Marketing automation tools:

Sales force automation tools:

CRM suites appropriate for firms with revenues of

$1 billion a year or more and/or 1,000 employees

or more

Midmarket CRM suites

CRM suites appropriate for firms with revenues

less than $1 billion a year and/or less than

1,000 employees

• D&B Purisma’s Purisma Data Hub

• IBM InfoSphere MDM Server

• Initiate Master Data Service

• Oracle’s Customer Data Hub

• Oracle’s Siebel Universal Customer Master

• SAP NetWeaver MDM

• SAS DataFlux’s CDI Solution

• Siperian MDM Hub

• Sun Master Data Management Suite

• Consona’s KNOVA Service Resolution Management Suite

• LivePerson’s Enterprise Platform

• Numara FootPrint’s for eService

• Talisma CIM

• Amdocs CES Customer Management

• Chordiant Software Cx Suite

• Entellium’s eSalesforce, Rave, eCustomer Center

• FrontRange Solutions’ GoldMine Enterprise Edition

• SAS’ Customer Intelligence Platform

• Teradata Customer Management

• Unica’s Affinium Marketing Management

*These vendors have a significant base of both enterprise and midmarket customers

ENTERPRISE CRM SUITES EVALUATION OVERVIEW

To assess the state of the CRM market and see how the vendors stack up against each other, Forrester evaluated the strengths and weaknesses of top CRM vendors — including enterprise suite and midmarket suite vendors — across 516 criteria We then applied two sets of criteria weightings: one appropriate for large, enterprise-class deployments and another focused on midmarket priorities.8The following assessment will help you see how the 14 enterprise CRM suite products that we evaluated stack up against each other

Buyers Focus On Current Offering, Future Vision, And Strength Of Install Base

After examining past research, user need assessments, and vendor and expert interviews, we

developed a comprehensive set of evaluation criteria (see Figure 2) We evaluated vendors against

516 criteria, which we grouped into three high-level categories:

· Current offering We looked at the breadth of vendors’ product offering(s), global capabilities,

and adaptation to specific industry requirements We evaluated vendor customer data

management abilities and usability, and took into consideration cost and the strength of vendors’ technology platform and tools

· Strategy We looked at the strength of the vendors’ product strategy and vision and how they

intend to be leaders in the enterprise CRM market An important set of criteria focuses on the methods vendors use to deliver a satisfactory application ownership experience to their customers and how long it takes customers to realize value from their solution

· Market presence We gauged the size of the vendors’ customer base in the enterprise CRM

segment and evaluated the depth of human and financial resources available to enhance their products and serve customers

Vendors Offer A Breadth Of Capabilities For Complex Enterprises

We included 14 solutions in our assessment of enterprise CRM suites: Amdocs CES Customer Manager, Chordiant Software Cx Suite, ciboodle, Infor CRM Epiphany, Microsoft Dynamics CRM, Onyx CRM, Oracle CRM On Demand, Oracle E-Business Suite CRM, Pegasystems Customer Process Manager, PeopleSoft CRM, RightNow CRM, salesforce, SAP CRM, and Siebel (see Figure 3) Each of these vendors:

· Offers a multifunctional CRM applications suite Each vendor included in this Forrester

Wave has functionality in a minimum of three of the following CRM subdisciplines and tools: marketing, sales force automation, customer service, field service, partner channel management, eCommerce, customer analytics, and customer data management

· Targets large enterprises with complex requirements The vendors we included focus on,

and have references with, enterprise-class organizations with complex requirements These

requirements include the ability to scale on a global basis, manage end-to-end business process,

integrate into complex legacy environments, and manage large volumes of customer and related

data

· Offers a product in now general release and use by customers.The vendors we included have

a specific solution (release) that was generally available at the time of data collection for this

evaluation with at least three references available for contact

Figure 2 Evaluated Vendors: Product And Selection Criteria

Source: Forrester Research, Inc

Customer Process Manager RightNow CRM

salesforce SAP CRM

Product version evaluated

7.5 Chordiant FDN 6.1, MD, CDM

2.7 OEP 6.0

7 4.0 Release 15 R12 9.0 8.1 5.2.3 February ‘08 Summer ’08 SAP CRM 2007

Version release date

January 2008 December 2007 April 2008 September 2006 May 2008 December 2007 March 2008

2007 August 2006

2008 April 2008 February 2008 May 2008 March 2008

Vendor selection criteria

The vendor offers a multifunctional CRM applications suite, comprising three or more CRM subdisciplines

The vendor targets enterprise-class organizations with complex business requirements

The solution was generally available at the time of data collection for this evaluation with at least three

references available for contact

Figure 3 Forrester Wave™: Enterprise CRM Suites, Q3 ’08

Source: Forrester Research, Inc

Go online to download the Forrester Wave tool for more detailed product evaluations, feature comparisons, and customizable rankings

Risky Bets Contenders Performers Strong Leaders

Infor ciboodle Consona CRM Pegasystems

Oracle CRM

On Demand

RightNow Technologies

salesforce com

Microsoft

Oracle PeopleSoft CRM

Oracle E-Business Suite CRM

SAP Oracle Siebel

Figure 3 Forrester Wave™: Enterprise CRM Suites Q3 ’08 (Cont.)

Source: Forrester Research, Inc.

Industry business process support

Architecture and platform

2.37 2.71 3.45 3.63 0.00 1.50 0.12 2.44 1.58 2.00 1.35 3.71 2.63 2.85 3.12 3.00 3.00 2.40 3.80 1.65 1.50 1.50 3.00

2.68 2.58 1.39 3.69 1.49 0.89 0.83 1.59 2.38 3.02 1.45 4.29 3.73 2.45 3.36 5.00 3.00 3.46 2.55 1.30 1.00 1.50 3.50

2.89 3.60 2.77 3.63 1.09 0.53 1.92 2.60 2.61 3.68 1.59 3.56 3.83 2.60 2.96 3.00 3.00 3.31 2.65 2.00 2.00 1.50 2.50

2.69 3.31 2.79 2.77 0.07 2.36 0.95 3.00 1.67 4.01 1.02 3.39 3.50 3.00 2.99 3.00 3.00 3.34 2.75 2.58 2.50 3.25 2.50

3.56 4.75 2.91 3.01 2.32 1.47 1.88 3.33 3.31 5.00 1.12 4.16 4.80 3.80 4.44 5.00 5.00 4.60 3.40 3.40 3.00 5.00 5.00

Oracle CRM On Demand Oracle E-Business Suite CRM

3.33 4.11 2.77 3.11 0.83 0.15 2.89 2.89 2.81 4.01 1.52 4.41 4.47 4.60 4.05 5.00 4.10 4.15 3.30 2.20 1.50 5.00 5.00

3.71 4.49 3.95 3.73 4.52 2.98 4.07 3.89 3.37 4.67 3.01 3.68 3.60 2.80 3.04 1.00 3.20 4.30 3.40 3.25 3.00 5.00 3.50 All scores are based on a scale of 0 (weak) to 5 (strong).

Figure 3 Forrester Wave™: Enterprise CRM Suites Q3 ’08 (Cont.)

Source: Forrester Research, Inc.

Industry business process support

Architecture and platform

4.27 4.65 4.41 4.32 4.50 3.71 4.91 4.66 4.03 4.67 4.14 4.53 4.27 2.00 3.95 1.00 5.00 4.29 4.65 4.90 5.00 5.00 4.00

2.91 3.72 1.88 4.15 0.00 0.27 1.25 3.48 2.31 4.01 1.30 4.66 3.27 3.00 3.10 3.00 3.00 3.48 3.00 1.90 1.50 3.00 4.00

3.25 3.85 3.13 4.35 0.27 1.00 2.80 3.49 2.68 4.34 2.34 4.05 3.57 4.20 4.19 5.00 4.10 4.25 3.70 1.80 1.50 3.00 3.00

4.10 4.92 3.48 3.59 4.00 4.18 4.66 3.96 3.57 5.00 4.52 4.49 4.17 2.50 4.19 2.00 4.80 4.25 5.00 4.10 4.00 5.00 4.00 All scores are based on a scale of 0 (weak) to 5 (strong).

THE RESULTS: ENTERPRISE BUYERS HAVE MANY CHOICES TO SIFT THROUGH

The evaluation uncovered a market in which:

· Oracle’s Siebel and SAP CRM still offer the most complete solutions with better usability

During the past three years, SAP has worked steadily to fill out its CRM offering, resulting in